In this episode, we meet Chad Wilson, Head of Marketing at Olipop.
Olipop is a better-for-you soda brand on a mission to make the world healthier and happier.
In this episode, we discussed growth into retail, structuring marketing teams, understanding the customer journey, and staying close to consumers.
Topics covered
- Brand awareness and brand storytelling
- Equity metrics to measure campaigns performance
- Understanding and connecting with consumers emotionally.
- Structuring and organizing marketing teams
- Shift from D2C to retail post-Covid
- Omnichannel and consistency
- Testing TV and out of home channels
- The rise of Tiktok as a marketing platform
Takeaways
- Olipop's mission is centered around an emotional connection with consumers.
- Since the COVID-19 pandemic, there has been a significant increase in retail sales, now constituting approximately 85% of total sales.
- Chad mentions that TikTok can be a viable channel for reaching a wide audience, especially Gen Z.
- The company is actively looking at calculating the lifetime value of its customers and has upcoming initiatives to increase customer numbers and long-term value.
- Staying close to consumers is crucial, Chad emphasizes the need to prioritize them in decision-making.
- Olipop introduced TV and out-of-home advertising channels in 2023 to focus on more upper-funnel messaging and reach a larger audience.
- Olipop's Chicago campaign surpassed industry benchmarks with 80% brand affinity, exceeding the 50% benchmark.
- Olipop faced a challenge bridging the consumer experience and customer across different channels, including digital and in-person touchpoints.
Please let us know your thoughts about the episode!
Where to find Chad Wilson:
Linkedin: https://www.linkedin.com/in/chdwlsn/
Website: https://drinkolipop.com/
Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it
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